Position Overview: The VP, Brand & Integrated Marketing is responsible for developing and executing a comprehensive brand and marketing strategy for Aspen Dental. This role will lead the development and implementation of integrated marketing campaigns across all channels, including digital, social, traditional media, and in-center marketing. A close partner with the field marketing and media teams, this role owns communicating the value of Aspen's approach to care and providing patients throughout their treatment journey with clear points of differentiation. The VP will also be responsible for managing the brand's reputation and ensuring consistent messaging across all touchpoints.
Responsibilities: - Spearhead the development and execution of a data-driven, multi-year brand and integrated marketing strategy for Aspen, driving measurable growth in patient acquisition and brand equity
- Architect and lead the execution of integrated marketing campaigns across all digital and traditional channels, optimizing for performance and ROI through rigorous analytics and testing.
- Cultivate and manage high-performing agency partnerships, fostering collaborative innovation and ensuring alignment with brand objectives and budget parameters.
- Drive seamless integration of brand promotions and messaging across all patient touchpoints, including in-center experiences, call center interactions, and digital platforms, ensuring a consistent and compelling brand journey
- Establish and refine a comprehensive promotional strategy, leveraging market insights and competitive analysis to maximize brand visibility and patient engagement across the entire Aspen ecosystem
- Define and enforce brand guidelines and messaging standards, safeguarding brand integrity and ensuring consistent communication across all internal and external channels. Hone in our brand voice and develop content that communicates to our patients clearly, directly and with a preference for action.
- Conduct in-depth market research and competitive intelligence analysis, identifying emerging trends and opportunities to inform strategic decision-making and maintain a competitive edge
- Champion a patient-centric culture, fostering cross-functional alignment and collaboration to deliver exceptional patient experiences and drive brand advocacy.
- Develop and manage the brand's budget, ensuring optimal allocation of resources and demonstrating accountability for achieving key performance indicators (KPIs) related to brand awareness, patient acquisition, and revenue growth.
- Build, lead, and mentor a high-performing marketing team, fostering a culture of innovation, collaboration, and continuous improvement.
Minimum Education and Experience - Bachelor's degree in marketing, business, or a related field
- 15+ years of experience in brand and integrated marketing, with at least 5 years in a leadership role
- Experience in the healthcare industry, DTC brand or B2B brands is a plus
- Proven track record of developing and executing successful marketing campaigns
- Excellent leadership, communication, and interpersonal skills
- Salary: Annual pay range: $250,000 - $290,000, plus bonus/incentives
- A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match
